The 4 qualities of powerful visual storytelling

From The Nonprofit Marketing Blog: Content syndication outlet NewsCred has teamed up with Getty Images to create a new site, The Power of Visual Storytelling. (Includes guide on Storytelling for Nonprofits.)

Content syndication outlet NewsCred has teamed up with Getty Images to create a new site, The Power of Visual Storytelling. The online guide (and accompanying whitepaper) boils down the essentials of effective imagery into four principles:

Be authentic. With stock images and Photoshop, it’s easy to be fake. Allow your readers to connect with the human side of your work by highlighting candid photos that show the reality of your work. Your images don’t have to be perfect, but they do have to stir emotion.

Excite the senses. Don’t avoid the gritty details that bring a story to life. Generic or too-glossy photos remove the personality from your subject. Choose or create images that make your audience feel like they can almost hear, smell, and touch the world you’re inviting them into.

Evoke a familiar archetype. Tap into what resonates with your audience by creating a persona to connect with their experiences or aspirations. Remember: powerful characters are a must for any great story.

Be relevant. To really connect with your supporters, your images and stories need to reflect the things that are immediate and real to them. This means that your outreach must be current and culturally sensitive to make an impact.

The Power of Visual Storytelling offers more insight on each of these components, complete with stats and examples. As you’re creating your next campaign, try incorporating all four elements to command attention and draw your audience even closer to your cause.